MARKETING AND PR

A renewed focus on customer, brand and marketing in a highly competitive environment

March 2018

Carolyn LotonDirector, Juntos MarketingSpecialists in marketing for

healthy ageing, aged care, health promotion

@juntosmarketing

1. Understanding your customer

2. From marketing strategy to business value

3. Who’s doing it well

4. Take-aways: using your marketing well

Why understanding your customer matters so much

Particularly relevant in aged care and health…

It’s a time when I am emotionally vulnerable

and often feel very stressed

…the age of disruption….

Challenges for you

• Fragmentation - customers

• Fragmentation - competitors

• Dealing with more / different competition

• How to cut through

• How to resonate

Ways to know your customer better

• Research

– Qualitative

– Quantitative

• One off vs tracking

• Formal vs informal

• What an agency can bring

What’s the value? …knowing your customer better…

Understand

what’s the same and what’s different among your target groups

where you can achieve operational efficiencies eg social media, printed materials

Resonate

build better, deeper relationships more quickly (more effective and more cost effective)

Understand

the important pain points

How to get and keep their attention

Prospects and families

Understand

what good customer service means to them

Know

what to offer, how to position and communicate the offer/s

who to talk to

language, tone, visuals

Smart organisations understand the benefits of knowing your customers well….

Physical activity Stay mobile, strong and

stable

Remain independent

Communicate in my language

FALLS PREVENTION = Something that happens to the elderly (not me)

…BUT…

If I can’t relate, I may not listen

Communicate in my language

Know your purpose, values, mission

WHY

?

HOW?

WHAT?Business strategy

Marketing strategy

Using your marketing strategy to add true business value

Source: Simon Sinek. 2009. Start with Why

Your marketing strategy should include…

• Your target market/s profile

• What and how to communicate with them (tone, language, style)

• Your brand positioning

• Main messages

• Value proposition

– What makes you unique

– Why should customers consider you

• Likely marketing media that will resonate with your target market/s

• Marketing objectives

…important and sturdy framework ….

Your marketing strategy should be based on…

1. Thorough analysis

2. The wider business plan and strategy (incl vision and purpose)

3. Market research – input from customers

4. Input from key stakeholders

Live your strategy, vision and plan

annual or half yearly review

systems to monitor, report, adjust plan

document a detailed marketing plan

strategy

Your marketing strategy should be the foundation for…

…your marketing plan, marketing activity calendar, content plan, digital and/or social media plan

What’s the value?…investing in your marketing strategy…

Structure and discipline

to your marketing spend and focus

Easier to manage

Better ROI

Better long term value

Clarity , efficiency

Internal decision making

External messaging

Effective delivery

More effective brand building

More effective use of funds

More efficient use of resources

Smart organisations understand the benefits of investing time, resources and focused commitment to marketing strategy

And it starts at the top…

Absolutely essential…

Don’t waste your $$ on brand building marketing if the product isn’t right….

– If you know what’s wrong, fix it

– If you don’t know what‘s wrong, find out

Who’s doing it well?

Cornerstone SDSMarketing well on a small budget

Real people and stories bring a brand to life

Cornerstone: what stories can you tell?

unforgettable.co.ukDigital disruptor – tapping a growing need

Henpower and HensionersProactive coms to build credits and goodwill

ACH“What help might I need?” “How should it look?”

Moir Group innovative use of elearning platform…”evolution approach”

10 take-aways:

using your marketing well

Understand your audience: talk to them

1

Use research when you can…Well designed, clear objectives, right methodology, rigorous analysis

Stay focused to combat market fragmentation

2

It’s hard to be all things to all people

Strong marketing strategy = adding business value

3

Far better long term efficiency and results

Identify what’s important for your targets

4

Different for different people

Get imagery, tone, style and language right

5

Flatter me just a little…

What is your customer service really like?

106

Word of mouth and customer experience is powerful

Get innovative, get proactive

7

to boost perceptions and build community engagement

Are you up to speed on digital?

8

Are you mobile responsive? Are you easy to use?Is your website AA compliant for usability?

Are you using social AND traditional PR well?

9

#mywrinklesaremystripesSome of your target market are way ahead of you

Take the plunge…keep trying new things

10

1. Understand your customer

2. Build a strong marketing strategy

3. Balance an open mind with staying on track

Juntos Marketing is a Sydney based marketing and communications agency.

We live by our purpose: ‘marketing for good’.

We specialise in health promotion, aged care, healthy ageing and education sectors.

How can we help you?

Connect with us on Linkedin or twitter @juntosmarketing

Carolyn LotonFounder and Director

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